In today’s digital age, businesses are constantly seeking innovative ways to reach and engage their target audiences. While digital communications, via email, SMS, and social media, are the starting points for many multi-channel strategies, one traditional communication method still holds immense potential: direct mail. However, even in the realm of direct mail, technology has evolved to offer new and exciting possibilities. One such advancement is the use of digital, roll-fed printers to produce direct mail materials, which has numerous benefits like being cost-effective, fast and it improves personalization.
Cost-Effective Printing
Digital, roll-fed printing is cost-effective for both small and large print runs. Traditional offset printing can require expensive setup costs and is most efficient for large-volume static print jobs. In contrast, digital printing eliminates the need for costly plates and setups and is a cost-effective choice for longer runs. This means that businesses can now send targeted, personalized direct mail campaigns without breaking the bank.
Part of the allure and the reason why smaller runs can be cost effective is that the workflow can be automated. If the job only requires a few thousand hyper-personalized cards or letters per day, the entire process can be automated. Recurring jobs can benefit from a streamlined workflow.
Personalization at Scale
There’s a great push in online marketing for a higher degree of personalization, which is one of the standout benefits of digital, roll-fed printing – the ability to personalize each piece of direct mail with ease. Variable data printing (VDP) technology allows you to customize text, images, and even graphics for each recipient. Imagine complete customization for each person on your mailing list. It’s like sending a personalized birthday card to every single one of your customers. They’ll feel special, and that’s a surefire way to grab their attention.
Did we say FAST?
Our roll-fed digital printer can print over 400 feet of paper per minute – that’s over 1200 large postcards a minute! Vast quantities of personalized mail can be printed in a much shorter time than traditional mail. And when digitally printed roll to roll, it can then be taken to our specialized bindery inserter that will then unspool, cut, fold, and insert multiple pieces into envelopes, all the while checking that the inserts match to the same mail recipient. The in-line post bindery equipment can be used to cut cards and letters to size with bleeds, add perforations for coupons and stack them ready for the mail. It’s like hitting the fast-forward button. You can whip up and send out direct mail campaigns quicker than you can say “marketing genius.”
Quality that Pops!
Digital, roll-fed printers, like the Ricoh VC70000, produce high-quality prints that rival traditional offset printing. The newest technology allows higher coverage on lightweight papers for colour intensive applications and sharp, bold imagery on gloss card stocks. Your direct mail pieces will look so crisp and professional that recipients won’t be able to resist them. It’s like having a secret weapon that makes your brand look top-notch, which enhances your brand’s image and credibility.
Versatile Paper Options
These printers can handle a wide range of paper stocks, including various weights and finishes. This versatility enables businesses to choose the perfect paper for their specific campaign, whether it’s a glossy postcard, a matte brochure, or a newsletter printed on offset stock.
Reduced Waste
Digital printing is an environmentally friendly option for direct mail campaigns. Unlike offset printing, which often generates excess waste during setup and testing, digital printing allows for precise production of only the required quantity, reducing paper and ink waste. It replaces options where pre-printed shells are used, and often in quantities above what is required or are disposed of when new versions become necessary. These presses have low VOC’s and don’t use water in the print process like most offset presses.
Easy Testing and Iteration
Direct mail campaigns get better results from testing and optimization using the 80/20 rule – 80% of your list will get a mailing based on what’s worked for you before, and the remaining 20% will get your test mailing. Digital, roll-fed printing facilitates this process by enabling businesses to make quick changes and adjustments between print runs. This agility allows for ongoing refinement of your direct mail strategy for better results.
Enhanced Tracking and Analytics
Digital printing also integrates seamlessly with modern tracking and analytics tools. By including QR codes, personalized URLs, or unique tracking numbers on your direct mail pieces, you can gather valuable data on recipient interactions. The USPS has tie-in services, like the Informed Visibility service, which helps mailers track their letters and cards in the mail system by adding tracking barcodes to the address area. Even Neighbourhood Mail can be A/B tested and tracked now. Using inkjet, we can place multiple offers and tracking QR codes into neighbourhoods to test campaign effectiveness and to help guide future mail strategy choices. This flexibility was just impractical until inkjet arrived on the scene. Use this information to help you measure the success of your campaign and fine-tune your marketing strategy.
Improved Targeting
With the ability to personalize each piece and easily segment your audience, digital roll-fed printing supports precise targeting. By tailoring your message to specific demographics or customer preferences, you can significantly increase the relevance of your direct mail, boosting response rates and conversion with a campaign that hits the bullseye every time. New uses of this include hyper-personalizing Neighbourhood mail so that each mail piece delivered to homes (without a personalized address) could have a geographic or regional flavour. Franchises can easily change location information, maps, and regional references to all their neighbourhood mailing on the fly, as they are printed, so that the mail is personalized to the area it is delivered.
Integration with Multi-Channel Marketing
Direct mail no longer stands alone in your marketing strategy. When you combine it with other digital channels such as email marketing, social media, or online advertising, you create a powerful multi-channel approach that reinforces your message and maximizes your reach. Using QR codes that are directed to landing pages will track the mail channel’s impact and allow your customers to interact seamlessly.
Digital roll-fed inkjet printing has revolutionized the world of direct mail marketing. It offers cost-effective, high-quality, and highly personalized solutions that can help businesses connect with their target audience more effectively. By leveraging the benefits of digital, roll-fed printing, you can create direct mail campaigns that not only capture attention but also drive meaningful engagement and results. So, if you’re looking to maximize the results of your marketing efforts, consider the power of digital, roll-fed inkjet printing for your next direct mail campaign.
Contact us today to learn how you can start benefitting now.
